The new funding will allow AdInMo to invest in scaling-up its platform capabilities and build out its core team.

This begins with the appointment of Chris Wright, who joins the company as Chief Technology Officer (CTO). Wright was previously co-founder and CTO at games analytics and ad-tech company deltaDNA, which last year was acquired by Unity Technologies.

Kristan Rivers, CEO at AdInMo, commented: “The in-game ad model is currently broken for all stakeholders. Advertisers can only run direct response campaigns, developers only get paid if a player clicks an ad and leaves their game, and players must put up with constant disruptions.

Mark Hogarth, Partner at Techstart Ventures, added: “Kristan and his team at AdInMo have developed an in-game advertising platform that enables brands to access an incredibly broad demographic at scale.

“AdInMo’s approach allows developers to monetise games without impacting the players’ experience. This is why Techstart was delighted to lead this seed round and we look forward to supporting AdInMo as it brings this exciting solution to the world’s most innovative advertisers, publishers and developers.”

AdInMo ad placements are designed to blend with the chosen game environment, appearing for example as billboards in racing games, backgrounds to puzzle games or coins and power-ups in platform games.